Ginny Marvin: AI & Smart Bidding Require PPC Fundamentals, Not Knee-Jerk Reactions
Search Engine Land11h ago·1 min readAdvertising
AI Summary
Google Ads liaison Ginny Marvin advises advertisers to focus on fundamental PPC principles and understand business goals before reacting to AI-driven platform changes. She emphasizes that while automation and AI are accelerating, a measured approach to updates like the Smart Bidding changes is crucial for success.
⚡ Marketer Insight
As AI increasingly automates PPC, the temptation to panic over platform shifts is high, but Marvin's advice highlights that a deep understanding of core PPC fundamentals and business objectives is the true differentiator, not just adapting to AI's latest iteration.
#ppc fundamentals#smart bidding#google ads#ai
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